Sports publisher Footballco has unveiled its in-house solution to the problem of targeting ads once third-party cookies are deprecated on Google Chrome . Described by Footballco as an “audience segmentation and targeting solution”, FC Precision creates profiles of the publisher’s readers using both first and third-party data. Footballco says it has already been using FC Precision for certain clients and is now offering the tool to its entire customer base.
Third-party cookies on Google Chrome, the web browser used by the majority of people online, are scheduled to be phased out in early 2025, although that date has been postponed repeatedly. This has left many publishers searching for new ways to identify their readers so they can sell space to advertisers who want to target specific audiences. Footballco’s FC Precision has been rolled out across its video platform FC Player and its website Goal, which Footballco says reaches “more than 80 million fans a month” and generates more than a billion social video views each month.
The company said the tool combines “data sources such as Footballco ID, behavioural data, declared data, lookalike profiling and survey feedback with in-house customised segmentation”. Footballco ID is a first-party identifier assigned to users who opt-in when using the publisher’s services. The resulting information, Footballco said, produces audience segmentation that goes “beyond football to include interests such as travel, gaming,.
